How Intrinsic Stimuli Affect Consumers’ Impulsive and Compulsive Buying Behavior in E-commerce Live streaming Marketing: The Role of Regret and Rejoice Emotions complemented by Scarcity message

Marketers need to know how live-streaming affects sales because live-streaming commerce is becoming more and more popular. The purpose of this study is to investigate consumer behavior dynamics in the setting of live streaming on social media platforms, where online sellers present their goods in real time and interact with viewers by directly communicating the advantages of their items, messages about scarcity, and exclusive deals. The study explores the psychological elements that influence consumer choice, paying particular attention to the internal stimuli that affect consumers' emotional reactions, such as expected regret and expected rejoice, and how these emotional reactions affect their purchasing decisions. This study investigates how scarcity-induced promotions play a part in live-streaming, looking at how availability and urgency influence compulsive and impulsive purchasing. We contend that intrinsic stimuli such as Materialism, Hedonism, Fear of Missing Out (FOMO), and Upward Social Comparison, affect impulsive and compulsive buying behavior through an emotional response of Regret or Rejoice. We also infer that the effects of emotional responses are moderated by scarcity messages in a way that higher scarcity would make their effect more intense. Data from 310 respondents was collected from both online and offline consumers who had experienced live-streaming shopping. Smart PLS was used for data analysis. The results showed that all four intrinsic stimuli have a positive and significant effect on impulsive and compulsive buying behavior. The study also found a significant positive mediation of the emotional response of Regret or Rejoice in these relationships. We also found the Scarcity message significantly moderated the effect of Regret and Rejoice on impulsive and compulsive buying behavior. These findings suggest strategies for marketing tactics in live streaming, emphasizing the role of emotions like regret and rejoice as mediators, which are also significantly associated with purchase decisions. The results draw attention to the psychological cues that advertisers can use to maximize in-the-moment engagement and increase revenue during live-streaming events.